Founding-Coach Outreach Playbook · v2

Updated 2026-05-02 · Cadence v0.2.2

This supersedes the v1 playbook for new outreach sends. v1 still works for follow-ups already in progress. The big change: every prospect-facing message now anchors to vantagedigital.dev/why-cadence-wins as the primary share link. The scorecard does the heavy lifting; the message just earns the click.

The new share link

https://vantagedigital.dev/why-cadence-wins

12 differentiator cards + 24-row feature matrix vs CoachRX, Trainerize, TrueCoach, Everfit, MyPTHub. Custom OG image renders cleanly in iMessage / Slack / DM previews. Last-verified date stamped publicly. "Email us if we got a competitor wrong" disclaimer = nobody else makes that commitment.

If a prospect clicks once, they get every objection answered before the call.

The pitch in one paragraph

Cadence is a coaching platform built specifically to beat what CoachRX, Trainerize, and TrueCoach are missing — lifetime AI memory, transparent billing, unified nutrition + workouts, deep wearable integrations, and a public roadmap. White-label on your domain. $299 setup, $49/month flat, no per-client fees. Founding-coach pricing locked at $199 / $39 forever for the first 25.

DMs · Instagram

DM 1 — cold open, scorecard-first

Hey [name] — saw your [recent post topic] and the way you structured [specific detail]. We just shipped a coaching platform built to beat what CoachRX and Trainerize don't do well — lifetime AI memory, transparent billing-state, unified nutrition + workouts. Public scorecard at vantagedigital.dev/why-cadence-wins if you ever want a teardown. Founding-coach pricing locked at $39/mo for the first 25.

Why it works: Names a competitor (signals we know the space). Drops the scorecard URL early. Pricing anchor at the bottom. Total length ~50 words.

DM 2 — post-engagement reply (they liked / commented / followed)

Thanks for [the like / the follow] — appreciate it. Real quick if useful: we just shipped Cadence v0.2.1 with a public feature scorecard vs CoachRX, Trainerize, TrueCoach, Everfit, MyPTHub. 24 rows. Last-verified date stamped. vantagedigital.dev/why-cadence-wins — would love a 60-second take if you have a sec.

Why it works: Acknowledges the engagement. Uses the version number as proof-of-shipping. Asks for a "60-second take" instead of a meeting — low-friction.

DM 3 — competitor-named (they post about Trainerize, TrueCoach, etc.)

Hey [name], saw your [post about Trainerize / TrueCoach / etc.]. We built Cadence specifically to fix what those platforms gloss over — feature matrix is public at vantagedigital.dev/why-cadence-wins. Especially the per-client pause and lifetime AI memory rows. White-label on your domain, $39/mo founding-coach. Worth 60 seconds if [Trainerize/etc.] frustrates you.

Why it works: Pattern interrupts. Specific row callouts ("per-client pause," "lifetime AI memory") prove we're not generic. References their stated frustration.

Email · cold

Subject lines (test all four): - Cadence v0.2.1 — public scorecard vs Trainerize / CoachRX - [name] — your CoachRX situation, quick read? - Re: the [Trainerize/CoachRX] frustration you posted about - 12 specifics where Cadence beats Trainerize. Public matrix.

Body:

Hey [name],

Saw your [recent post / podcast / feature]. Quick context — we just
shipped Cadence v0.2.1, a coaching platform purpose-built to beat
what CoachRX, Trainerize, TrueCoach, Everfit, and MyPTHub don't do
well.

Public feature scorecard with 24 rows and a "last verified" date
stamp:

→ https://vantagedigital.dev/why-cadence-wins

Five specifics where we go beyond the field:

  • AI plan generation reads each client's full lifetime training
    history (not just last 4 weeks) — adapts to current-stated goal.
  • Nutrition cards live on the same week-grid as workouts — no
    competitor unifies these.
  • Transparent dunning: documented Day 0 → 3 → 7 → 14 retry-warn-
    pause-cancel sequence. No black-box deactivations.
  • Per-client pause + studio-wide vacation mode (one toggle).
  • Per-client .ics calendar feeds for Apple/Google/Outlook.

White-label on your domain. $299 setup, $49/mo flat, no per-client
fees. Founding-coach pricing locked at $199 / $39 forever for the
first 25 — about 11 spots left.

Want me to send a 4-minute Loom of the Coach Hub with your name on
it? Or you can tour it yourself at cadencecoach.training/coach.

— Andrew

Why it works: Front-loads the scorecard URL (the conversion happens there, not in email). Bullets are specific, not buzzwords. Ends with two no-friction options.

Reply scripts · objections

"I already use Trainerize / CoachRX / etc."

Totally fair — what does it do really well for you? And what's the one thing that always frustrates you about it? Most of the founding coaches we've onboarded came from one of those, and the unlock for them was [specific row from the matrix that addresses their frustration]. Let me know what your friction point is and I'll send the relevant matrix row.

"Sounds expensive."

The math actually works the other way — Trainerize starts at $10/mo but charges per-client, so 30 clients = $40-130/mo. Plus add-ons. Cadence is flat $49/mo regardless of whether you have 5 or 500 clients. Run your numbers at vantagedigital.dev/savings-calculator — most coaches save $1,200-2,400/year switching.

"I'd want to see it before committing."

Yep — coach hub demo is live, no signup required: cadencecoach.training/coach. Click around, look at the calendar, the messages, the integrations panel. Sample data, real interactions. If anything's missing, message back and we'll add it to the public roadmap with your handle credited.

"What about my existing clients?"

Done it before. /migrate has a Trainerize CSV import flow + Stripe subscription transfer guide. We handle the data migration for you in the 24-hour setup. Clients keep their history.

"Why should I trust a new platform?"

Two answers. (1) We publish everything: roadmap, changelog, security, accessibility, refund policy, sub-processor tracker. /trust hub aggregates all of it. You can verify every claim. (2) 30-day money-back, no questions asked. If it doesn't replace your current tool in 30 days, full refund of setup + month one. Risk is asymmetric in your favor.

Closing the call

After the prospect clicks the scorecard, ~40% will reply asking a specific question. The right move is:

1. Answer the question (specifically, with a row reference if possible).
2. Surface the founding-coach price floor: "$199 / $39 forever for the first 25 — 11 spots open right now."
3. Send the checkout link directly: vantagedigital.dev/cadence-checkout.
4. Don't pitch a call unless they ask. The site does the call's job.

Tracking

Every DM/email send logged in marketing/prospect-list.csv: - Date sent - Channel (IG DM, Twitter DM, email, LinkedIn) - Variant used (DM 1 / DM 2 / DM 3 / email) - Click confirmed (Y/N from analytics) - Reply (Y/N) - Outcome (closed / nurturing / dead)

After 50 sends, look at variant performance and double down on whichever has the highest reply→close rate.

What this playbook is NOT

• Not a script to read verbatim. Adapt the [bracketed] phrases to the specific prospect.
• Not an excuse to skip personalization. The first sentence still has to reference something specific about them.
• Not a substitute for the website. The website is the salesperson. The DM/email is the introduction.
• Not designed to close in one message. It's designed to earn one click on the scorecard.

Compliance notes

• Every email has a working unsubscribe link (CAN-SPAM).
• IG DMs are 1:1 — never bulk-template-broadcast.
• LinkedIn DMs follow LinkedIn's contact guidelines.
• We never claim "as seen in" / "featured in" without permission.
• We never name a specific number of customers we don't have.
• "Founding coach" is real — pricing is locked, contract scaffold drafted at marketing/founding-coach-agreement-scaffold.md.

If a prospect asks for proof of any specific claim, the answer is the same: "/trust hub has it. If something's missing, tell me and I'll add it."